New Unpack ’26 Summer report unveils Set-Jetting favorites for summer 2026 as travelers continue to seek out destinations featured in TV shows and movies.

Travelers are continuing to choose where to go this summer based on what they’ve seen on screen. New data from Expedia Group’s latest travel trends report, Unpack ’26 Summer: The Trends in Travel, reveals that Set-Jetting remains a key driver of summer itineraries with recent movie and TV releases driving a surge in interest for locations including the U.K. and Canada.

Which destinations are trending for Set-Jetting travel in 2026?

Destinations that have emerged as popular choices for Set-Jetting travel in 2026 include both expected hits and breakout surprises:

• Yorkshire, U.K. – Following the release of Wuthering Heights, searches surged by 60% in the first six weeks and searches for this summer are up 35% year-over-year.
• Muskoka, Canada – The debut of Heated Rivalry sparked an unexpected 110% spike in searches, alongside strong interest in other featured cities including Boston (+85%), Montreal (+65%) and Toronto (+55%).
• Rome, Italy – With the Emily in Paris storyline expanding to include the Italian capital in season 5, searches for the city increased by 35% in the two months after the new episodes dropped.

With the trend projected to become a potential $8 billion industry in the U.S. alone, the 2026 Set-Jetting Summer Forecast highlights a new wave of screen-inspired destinations predicted to drive summer travel.*

What destinations are forecast to be popular for Set-Jetting this summer?

The 2026 Set-Jetting Summer Forecast includes:

• Rhode Island, U.S. — Inspired by The Real Housewives of Rhode Island
• Devon, U.K. — Inspired by Sense and Sensibility
• The Dolomites, Italy — Inspired by Cliffhanger
• Williamsburg, U.S. — Inspired by Young Washington
• Nantucket, U.S. — Inspired by The Five-Star Weekend

“Set-Jetting turns screen time into trip inspiration in a way that feels deeply personal,” said Melanie Fish, Vice President, Global Public Relations, Expedia Group. “A place can go from being part of the backdrop to the whole reason for the trip, whether travelers are chasing drama in the Dolomites, romance in Rome or a quieter summer escape in Nantucket.”

For more information about the shows and movies inspiring travel, check out the Set-Jetting Summer Forecast.

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*Notes to Editor:

Methodology

• Set-Jetting data based on increases in accommodation searches on Expedia and Hotels.com for travel between May 22-August 31, 2026 vs May 23-August 31, 2025, during specific periods following the release of a film or TV series.
• Heated Rivalry data based on accommodation searches made on Expedia.co.uk from January 12 to February 1, 2026, for travel between January 12-December 31, 2026 vs. the same period in 2025. 
• Set-Jetting projection based on consumer survey data showing 13% of U.S. travelers have booked a trip after seeing a location on-screen. Of these, 25% spent between $1,000 and $2,000 on the trip. Applied to the U.S. adult population (~260 million), the projected impact on the travel industry is $8.45 billion.

What is Unpack ’26 Summer?

Unpack ’26 Summer is a seasonal update to Unpack ’26: The Trends in Travel™ that highlights summer travel trends. The report draws on first-party data from Expedia, Hotels.com and Vrbo, as well as social listening, and builds on first-party and traveler insight data from Unpack ’26 to forecast traveler behavior this summer.

What makes Unpack ’26 Summer a credible source for travel trends?

Unpack ’26 Summer combines real-time platform data, social listening and third-party research. The report combines data from millions of users and builds on third-party research conducted by OnePoll, following the Market Research Society’s Code of Conduct, first shared in the Unpack ’26 report. Findings are backed by behavioral insights, booking patterns and cultural signals, making it a trusted resource for media, industry leaders and travelers alike.

What is Set-Jetting?

A: Set-Jetting is a travel trend in which people plan trips based on destinations featured in TV shows and movies. Expedia first identified the trend in 2022, and it continues to shape travel demand as travelers actively plan trips based on what they watch.

Why does Set-Jetting matter in summer 2026?

Set-Jetting matters in summer 2026 because recent TV and movie releases are driving measurable spikes in destination interest. Locations featured on screen can experience increased search demand shortly after a release, and Expedia’s latest summer data shows that this pattern continues to influence vacation planning.

Which destinations are trending due to inspiration from TV shows and movies?

A: The Set-Jetting Summer Forecast highlights several destinations that have already emerged as Set-Jetting standouts for summer 2026 driven by both expected blockbusters films and surprise TV hits:

• Yorkshire, U.K. — Searches spiked by 60% in the first six weeks after the release of Wuthering Heights, and searches for this summer are up 35% year over year.
• Muskoka, Canada — Interest climbed 110% after the debut of Heated Rivalry, with nearby cities also seeing gains, including Boston (+85%), Montreal (+65%) and Toronto (+55%).
• Rome, Italy — Searches increased 35% after Emily in Paris expanded its storyline in season 5.

What destinations inspired by TV shows and movies are predicted to be popular for travelers this summer?

The 2026 Summer Set-Jetting Forecast includes a new list of screen-inspired destinations predicted to be popular for travelers this summer, from the historic sites of Williamsburg, Virginia to the dramatic peaks of Italy’s Dolomites.

Forecast destinations include:

• Rhode Island, U.S. — Inspired by The Real Housewives of Rhode Island.
• Devon, U.K. — Inspired by Sense and Sensibility.
• The Dolomites, Italy — Inspired by Cliffhanger.
• Williamsburg, U.S. — Inspired by Young Washington.
• Nantucket, U.S. — Inspired by The Five-Star Weekend.